Posts tagged with Digital Transformation

Digital transformation: what it is and how to get there

Econsultancy recently surveyed 700 of its users and included questions focusing on current business challenges and digital transformation.

Only 11% failed to regard digital transformation as a challenge, with 33% describing it as a huge challenge. Respondents identified with a number of specific challenges from managing talent, to board room buy-in, to cross-function alignment.

So what's to be done? Ashley Friedlein, Econsultancy CEO, has authored a presentation intended to cut through the business speak and define digital transformation and how to get there.

You can find the presentation on our digital transformation page, but here's the digested read...

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The agile innovation imperative: agile grows up

Just about every marketer in every company wants to be more agile and more innovative.

The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.

In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.

The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.  

It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.

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How to improve your company culture with 12 simple decisions

First of all, let me say, I will try my best to limit the BS in this post.

Secondly, why is company culture being featured on a digital marketing and ecommerce blog?

The answer is simply because the biggest challenges to the majority of companies (aside from continuing economic stress) are:

  1. Moving to the cloud.
  2. Advertising/marketing/selling in a multichannel 'userverse' (maybe a bit of BS there).

One and two are enmeshed, of course. They both pose questions for any company’s technology and culture.

Last question before we go on to discuss seemingly simple decisions (on the face of it) is ‘what qualifies me to give this advice?’ I have never run a business, let alone a multinational.

The simple answer is because I’ve been looking at lots of feedback from our Econsultancy user survey in which box 33 asked ‘Please tell us whether there is a particular digital-related challenge your organisation is facing’.

Our users left a lot of valuable feedback, and much of it about their culture.

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How Ford Retail is bringing digital into the boardroom

Celia Pronto is Group Marketing and Ecommerce Director at Ford Retail, and her expertise is in working with multichannel businesses experiencing vast transformation.

She will be speaking at our JUMP event on October 9, about Ford Retail's digital transformation, and the importance of customer experience. 

Here, Celia gives us a taste of the presentation, and some valuable insights into the company's strategy...

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Digital transformation: why losing control is the future

Last week I was lucky enough to attend our Digital Transformation: Innovation and Agility Breakfast Briefing, chewing the fat (and some very tasty sausages) with various digital leaders about the actual business implications of digital transformation

The conversation threw a fascinating light on the organisational challenges businesses are facing. While familiar concerns about technology were mentioned, the group was far more focussed on the day-to-day reality of implementation, looking at people and processes.

Here I’ve collated some of the major points. 

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Festival of Marketing

Accenture: customer experience should be the focus of modern marketing

One of the key tenets of our Modern Marketing Manifesto is that improving the customer experience must be the relentless focus of modern marketing.

It states that the customer experience is about “customer centricity as evidenced by the service or product that we deliver across channels. It is about respecting the power and importance of great design”.

Digital technologies present a great opportunity for businesses to create personalised customer experiences. However, the proliferation of consumer touch points also makes it increasingly difficult to come up with a coherent strategy across different channels.

To find out more about these challenges, I spoke to Accenture Interactive EMEA managing director Anatoly Roytman.

And to find out more about creating seamless multichannel customer experiences, come to Econsultancy's JUMP event on October 9. Now in its fourth year, JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

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25 ways to boost employee satisfaction levels and staff retention

In a recent breakfast briefing on digital transformation we discussed staff retention, which remains one of the very biggest issues faced by modern businesses, and is a particular problem within digital teams.

People choose to leave companies for all sorts of reasons. Compensation and career progression concerns are typically at top of the list of reasons to bail out, but there are plenty of underlying issues that affect job satisfaction.

Sometimes the smallest things can have a disproportionate impact on how people feel about where they work. These minor beefs can push people over the edge if left unchecked.

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Digital marketing structures: the end of the digital beginning?

Research conducted for the new Econsultancy Best Practice Guide to Digital Marketing Organisation Structures and Resourcing reveals a new level of maturity in how companies are structuring their digital marketing capability.

Is this another indicator that we have reached the end of the digital beginning?

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Good news! Digital marketing and ecommerce salaries increased year-on-year

Digital transformation is one of the key challenges facing businesses in 2013, and the growing importance of digital skills is reflected in the fact that wages in this sector are apparently increasing across the board.

New research by Cranberry Panda shows that the highest salaries on offer in ecommerce and digital marketing roles have increased since last year, with ecommerce directors unsurprisingly earning the most within their sector.

The salary band for ecommerce directors stands at £100k to £200k, up from between £80k and £180k in 2012. Head of ecommerce was the second highest paid role with a salary of between £60k and £100k.

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Asia: how are companies approaching digital change?

At Econsultancy Singapore, we recently had a good old discussion about the change necessitated by new digital technologies.

I thought I’d allow you to stick your finger into the prevailing winds of this discussion, by listing some of the take-homes.

To keep you interested, at the close I’ve added a couple of brands that seem to be agile and are moving with the marketing times, embodying many of the 12 pillars of the Modern Marketing Manifesto.

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Six key considerations for succeeding with digital transformation

This is a summary of the six key points from a talk I made in Shanghai (with Tencent) on behalf of Econsultancy on strategic management issues in digital transformation.

In addition, I've given my first reflections about the Chinese digital market.

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In praise of Tate's digital strategy

Tate has always looked forward in setting its digital strategy and publishing it clearly.

Earlier this year, the strategy was updated, to lead through to 2015. The title of the document couldn’t put it any plainer, ‘Digital as a Dimension of Everything’.

This is a bold claim, and is perhaps more literal a statement than one would think at first glance.

In this post, I share the salient points, for anyone setting their own digital strategy.

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